When you think of Guinness, a rich, dark stout probably comes to mind. But in 2019, the brand did something unexpected—it launched Guinness Clear. Surprisingly, it wasn’t a new beer or a lighter version of its classic stout. Instead, it was simply… water.
At first, the idea of a beer company promoting water seemed bizarre, even laughable. However, Guinness Clear was actually a strategic move in an ambitious responsible drinking campaign. It wasn’t just about selling a product—it was about changing drinking culture.
So, how did a global beer giant make water seem cool? And why did Guinness decide to market something people can get for free from the tap? Let’s dive into the fascinating story behind Guinness Clear.
The Birth of Guinness Clear: A Bold Marketing Move
Why Would a Beer Brand Promote Water?
Guinness has long been associated with good times and social drinking. But with alcohol consumption habits changing and a growing focus on health and responsibility, Guinness saw an opportunity to position itself as a leader in responsible drinking.
Instead of taking the usual approach—warnings, disclaimers, and fine print—Guinness did something different. They marketed water like it was a premium beverage.
The Creative Genius Behind the Campaign
The campaign was launched in 2019 as part of Guinness’ wider “Make It a Night to Remember” initiative. The goal? Encourage people to drink responsibly and stay hydrated while consuming alcohol.
With the help of advertising agency AMV BBDO, Guinness packaged the message in a fun, engaging way. They introduced Guinness Clear, presenting it like a revolutionary new drink—with sleek branding, stylish adverts, and even a promotional campaign featuring rugby stars.
This marketing approach turned a serious topic (responsible drinking) into something that felt fresh, modern, and relatable.
How Guinness Clear Became a Cultural Phenomenon
Advertising Like a Real Product
Guinness treated its “new product” just like a real beer launch:
- Branded TV commercials showing people proudly drinking a pint of Guinness Clear.
- Sponsorships in sports events to reach a broad audience.
- Eye-catching visuals with Guinness-style typography and a fresh, crisp look.
By doing this, Guinness made people pay attention—not with lectures about drinking responsibly, but with humor and creativity.
Celebrity Endorsements & Sports Integration
Guinness leveraged its connection to rugby, a sport where alcohol consumption is common among fans. They recruited well-known rugby players to promote Guinness Clear, reinforcing the message that drinking water is not only smart but also socially acceptable.
This helped normalize responsible drinking habits, particularly in social settings where excessive alcohol consumption is often encouraged.
The Impact: Did Guinness Clear Actually Work?
Changing Attitudes Toward Responsible Drinking
Guinness Clear wasn’t just a marketing stunt—it had a real impact. By reframing water as an essential part of a great night out, the campaign encouraged people to alternate between alcoholic drinks and water.
- Increased awareness of responsible drinking habits.
- A shift in social norms, making water an accepted (even cool) choice.
- Boosted Guinness’ reputation as a brand that cares about its customers.
A Masterclass in Marketing
The campaign won multiple awards in the advertising and marketing world. It was praised for its creativity, effectiveness, and originality—a prime example of how brands can promote positive behavior without being boring or preachy.
Why Guinness Clear Still Matters Today
A Blueprint for Other Brands
Guinness Clear set a new standard for how alcohol brands can promote responsibility without guilt-tripping consumers. Other brands have since adopted similar tactics, proving that responsible drinking messaging doesn’t have to be dull.
Encouraging Mindful Drinking
With trends like mindful drinking, Dry January, and sober curiosity on the rise, campaigns like Guinness Clear remain relevant. The conversation around alcohol is changing, and Guinness was ahead of the curve.
Conclusion
Guinness Clear might have started as a clever marketing joke, but its impact was very real. It showed that responsible drinking doesn’t have to be boring, and that brands can use humor and creativity to encourage healthier habits.
Next time you’re out for a drink, remember the lesson from Guinness Clear—sometimes, the best pint you can have is a simple glass of water. Cheers to that! 🍻💧
FAQs
What is Guinness Clear?
Guinness Clear is simply water, marketed as part of a responsible drinking campaign by Guinness in 2019.
Why did Guinness promote water?
Guinness wanted to encourage responsible drinking by making water seem like a cool and essential part of a great night out.
Was Guinness Clear an actual product?
No, Guinness Clear was just water. The campaign used humor and clever branding to promote hydration while drinking alcohol.
Did the campaign work?
Yes, it successfully raised awareness about responsible drinking and won multiple marketing awards for its creativity.
Can I still buy Guinness Clear?
Guinness Clear was never a real product, so you can’t buy it. But you can always grab a glass of water and call it Guinness Clear!
What can other brands learn from Guinness Clear?
It’s a perfect example of how to promote responsible behavior without being boring or preachy. The key is creativity, humor, and smart branding.
Also read: Adidas Sustainability: 10 Facts You Need to Know About Eco-Friendly Practices.